I like the term internet envirionmentalism -- what's good for me is good for the internet. But like climate change, unless it impacts the individual directly, few are likely to buy in. I met an environmental activist last week and she told me that people in Japan is a culture of cleanliness -- it's instilled in the child from a young age. And it perpetuates into society. For Singapore, that has translated into stricter laws. In North America, people have to care otherwise it's likely no real strong regulation will ever happen.